Each year, one in five adults are likely to experience a mental health disorder. Many people know friends, family members and co-workers who struggle, but don’t know what to do or say. This awareness campaign promotes free Mental Health First Aid (MHFA) training courses, a part of ThriveNYC, an initiative created to improve the mental well-being of all New Yorkers. MHFA teaches signs of mental illness and how to respond effectively. Animated videos and comic strip-like print ads illustrate scenarios where MHFA training benefits, demonstrating how choosing the best words makes a difference.